BMW's new 7 series sedan / Courtesy of BMW Korea

By Kim Hyun-bin

BMW Korea officially launched its new 7 Series luxury flagship sedan in Korea during a media event held at the Paradise City Hotel on Incheon's Yeongjong Island, Monday.

"Since its debut in 1977, BMW's flagship sedan 7 Series has continued to innovate and evolve with each generation, presenting a future direction for the value of true luxury," a BMW Korea official said.

The new 7 Series went through a total changeover, delivering a new level of mobility experience based on a sense of luxury from its exterior and a differentiated digital experience provided by a new entertainment system.

BMW's new i7, the first pure electric model of the 7 series, has been added to the lineup. The new i7, which integrates BMW's latest pure electric technology, sets a new standard for luxury pure electric driving by combining the luxurious ride comfort unique to the BMW 7 Series and the quiet driving sensation unique to pure electric models.

"The new 7 series is an innovative luxury flagship sedan that provides an overwhelming digital experience applying BMW's new technology for unrivaled driving pleasure with a future-oriented design that embodies the modernity of luxury," a BMW Korea official said. "In addition, we have expanded its portfolio from combustion engines to plug-in hybrids and pure electric. The first pure electric sedan in the 7 series aims to set a new standard for electric."

The exterior of the new 7 Series has been reborn with a distinct design unique to the BMW luxury class that emphasizes overwhelming presence and luxury. First, the length of the body has increased by 130mm, width 50mm and height 65mm compared to the previous-generation long wheelbase model, and the distance between the front and rear axles has also increased by 5mm to reach 3,215mm, providing more comfortable interior space.

The upper unit of the detachable headlight located in the front is equipped with L-shaped Swarovski crystal lighting.

Interior of the new BMW 7 series / Courtesy of BMW Korea

BMW's latest chassis technology applied to the new 7 Series finds the ideal balance between athletic performance and ride comfort, providing driving pleasure and ride comfort all at once. The adaptive 2-axis air suspension, which is installed as standard on all models, adjusts the height of the vehicle to an optimal position according to speed and driving mode to boost stability and ride comfort.

In addition, BMW Integral Active Steering, which steers the rear wheels up to 3.5 degrees, is applied as standard to all models of the new 7 Series.

All BMW models of the new 7 Series are equipped with standard rear-seat BMW theater screens. The BMW Theater Screen spreading down from the ceiling is the world's first in-vehicle entertainment system consisting of a 31.3-inch panoramic display with a 32:9 ratio, supporting 8K resolution. In addition, the new i7 comes standard with the Bowers & Wilkins Diamond Surround Sound System, which maximizes the 3D effect and immersion through 4D sound.